Don't "guess" young people's thoughts. The preferences of young consumers have always been an important reference to guide the trend of consumption. The consumption concepts of the "post-95" and "post-00" generation are complex and diverse, seemingly contradictory but actually shrewd. While "buy buy buy", it also left a big question mark for many onlookers.
How can we understand the consumption world of young people? Recently, Jingdong Institute of Consumption and Industrial Development, together with Sina Home, released the 2022 Spring Home Consumption Scenarios Report (hereinafter referred to as the "Report"). Based on the consumption details of large young groups, it provides an overview perspective for the integrated development of household appliances and furnishings, and also provides reference guidance for the industry to break through the stock and explore new development directions.
In the stock era, understanding the consumption demand of Generation Z has become the top priority. Analysis of the Report, In the field of home appliances and home decoration, compared with the older generation of consumers, this generation of young people are more family oriented. They have the courage to explore "unknown fields", and are more clear about their own needs, As a result, new air conditioners, beauty cookers, washing and baking suits, intelligent toilets and other products that can better meet the personalized needs of different users have gradually become a trend; The preference of young groups also leads the trend of national consumption, making many new categories rise and become a new growth pole of China's consumer market.
For Gen Z, more diversified, subdivided and vertical consumption styles are their unique labels. for example a living room The combination of traditional TV+sofa has gradually fallen out of favor, replaced by distinctive and unique home decoration design, aesthetics and furnishings such as book wall, pet corner, couch for lazy people, etc; In terms of the integration of household appliances and home decoration, intelligent household appliances and new and strange small household appliances with beauty and materials emerge in endlessly. The rapid growth of various new categories and new products, such as entertainment TV, floor washing machines, is particularly outstanding in the household appliance market in the stock age.
At the same time, compared with functionality, The new generation of consumers prefer the aesthetic and social needs of products. They began to be attracted by their appearance, and finally paid for the products because they could meet the needs of personalized use or realize some life value. with kitchen For example, although young people carry their own "take out" label, in fact, nearly 80% of young people have cooking habits, and 36.6% of them cook meals several times a week. After making delicious food with excellent flavor, we can take beautiful photos of ins style and even make videos to show on social software. This novel kitchen aesthetic and social interaction has begun to permeate the life of young people. Therefore, all kinds of kitchen appliances, kitchenware and tableware with high appearance and various cooking functions are important considerations for consumers before purchasing home decoration.
"We will not say bedroom The kitchen and living room are solidified into scenes for consumers to choose from. For example, in the kitchen, a large number of household appliances may be needed to make delicious food, whether from embedded refrigerators, low sugar rice cookers that prefer health, or various air fryers, "said Lu Fei, a senior researcher of Jingdong Institute of Consumption and Industrial Development. He introduced, Jingdong focuses on kitchen, living room, bedroom balcony The "one-stop purchase of household appliances" mode has been built in such scenarios as sanitary ware, which includes both the purchase of household appliances and the omni channel and omni link production and marketing services. It ensures consumers' home decoration consumption experience in an all-round way before, during and after sales, so that the home decoration crowd can enjoy the life value and aesthetic value brought by home appliances more conveniently and quickly.
Under the accelerated process of integration of household appliances and home furnishings, JD Home Appliances and JD Home Appliances are jointly building the "JD Home Appliances one-stop shopping" for consumers to purchase home appliances and home appliances in a coordinated manner and quickly realize the demands of complete distribution in different space scenarios comfortable Convenient one-stop space solution.
At the same time, as a shopping channel trusted and loved by consumers, JD's digital intelligence capability is better meeting the needs of young people for differentiation, personalization and diversification. "With the development of the industry, we have successively launched social TV and game TV," said Zhang Saisai, Jingdong Channel Director of Shenzhen Skyworth RGB Electronics Co., Ltd. He said that when the consumer population changed, JD Appliances used its own advantages to help manufacturers subdivide the market and users, enabling manufacturers to redefine television to meet the needs of consumers.
This is undoubtedly a new opportunity for the industry. The channel and brand are closely combined to tap and release the consumer demand of users and potential users while driving the industry and brand to find new growth from new demand.
During the Home Spring Home Decoration Festival and Home Appliance Home Decoration Festival in April this year, consumers can make one-stop purchase of home appliances and complete the renovation of home decoration in JD in a timely, secure and convenient manner. During the event, JD Home Appliances not only has promotional "benefits" such as 30 for every 200, 100 for every 2000, and 1000 yuan discount for every full set of purchases at Gaoli, but also specially introduces home appliance decoration cards of different ranges such as 50 yuan for 999, 120 yuan for 1999, 350 yuan for 4999, and 999 yuan for 9999. JD provides users with super home appliance shopping guide services by means of pictures and texts, live broadcast, short videos, customer service, etc., as well as reassuring services such as 30 day price protection, 30 day quality problem return, 180 day quality problem exchange, helping users to "buy home appliances in one stop".
